40 Social Media Video Statistics for Small Businesses

There has been a surge in video content on social media in the past few years. Social apps continue to add new ways to incorporate video into their platforms. For example, the head of Instagram, Adam Mosseri, recently revealed that video will be their key focus and that the platform is “no longer just a square photo-sharing app.” 

Social video can improve engagement, build trust between a brand and its customers, generate consumer feedback, grow audiences, improve lead generation, and drive more results.

We’ve compiled 40 facts to help you use video in your social media marketing strategy. 

40 Social Media Video Statistics and Facts

We rounded up statistics from around the web about social video overall, consumer video habits, and how video performs on individual social platforms. These facts demonstrate the benefits and results that your brand could receive from social media videos.

Social Video ROI and Results

1. 93 percent of brands have reported gaining a new customer through their video marketing strategy on social media. (Animoto)
2. 93 percent of businesses landed a new customer because of a video on social media. (Animoto)
3. Social media is the most popular distribution channel for B2B videos. (Vidyard)
4. 91 percent of marketers are satisfied with the ROI of video marketing on social media. (Animoto)
5. 83 percent of video marketers say video has helped them generate leads. (Wyzowl)
6. 95 percent of video marketers said they felt they had increased understanding of their product or service using video. (Wyzowl)
7. 85 percent of people would like to see more videos from brands in 2021. (Wyzowl)
8. People are twice as likely to share video content with their friends than any other type of content. (Wyzowl)
9. 54 percent of marketers say video is the most valuable type of content when it comes to achieving social goals. (Sprout Social)

Consumer Video Behavior and Usage

1. 58 percent of consumers will check out a brand’s social media page first before visiting their website. (Animoto)
2. 82 percent of consumers would rather watch a live video than read social media posts. (Vimeo)
3. 84 percent of people say they have been convinced to buy a product or service by watching a brand’s video. (Wyzowl)
4. Viewers retain 95 percent of a message when they watch it in a video, compared to 10 percent when reading it in text. (Insivia)
5. 50 percent of millennials and Gen Z generations said they “couldn’t live” without video in their daily lives. (Google)

Social Video Statistics by Platform 

Here are social video facts broken down by each platform. 

1. YouTube

1. YouTube has the best ROI for video content, followed by Facebook and Instagram. (Biteable)
2. YouTube is the #1 purchase-driver on social. (Animoto)
3. Out of the 85% of marketers who have published video content on YouTube, a whopping 83% percent found it to be an effective strategy. (Wyzowl)

2. Facebook

4. Facebook users are four times more likely to watch live streams than recorded videos. (Sprout Social)
5. Users watch 85% of Facebook videos without sound. (Sprout Social)
6. 15% of all content shared on Facebook is video. (Social Insider)
7. 64% of businesses said in the last 12 months, a video on Facebook resulted in a new client. (Animoto)
8. Around 100 million hours of video are watched every day on Facebook. (TechCrunch)
9. 81% of businesses prefer to use Facebook for their video marketing. (Buffer)

3. Instagram

10. 73% of marketers have landed a new customer from a post on Instagram Stories. (Animoto)
11. Instagram is the third-most-popular channel for hosting a social video after Facebook and YouTube. (Biteable)
12. Instagram Stories is the primary lead generation tool for 41% of marketers. (Animoto)
13. One in four consumers is convinced to make a purchase after seeing a video on Instagram stories (Animoto)
14. Videos on Instagram generate more engagement than any other content type. (Later)

4. Twitter

15. On Twitter, when a message is conveyed in the first 3 seconds of a video ad, there’s a 13% increase in overall breakthrough metrics. (Twitter)
16. Twitter video ads that are 15 seconds can see 3x higher completion rates over 30-second ads. (Twitter)
17. Closed captions and text overlays create 28% longer view times on Twitter, and the average ROI is about two times higher for videos that don’t require sound to be understood. (Twitter)
18. Tweets with video see 10 times more engagement. (Twitter)
19. Video tweets are six times more likely to be retweeted than photo tweets. (Twitter)
20. Twitter video is two times more memorable than other premium platforms. (Nielsen)

5. LinkedIn

21. A LinkedIn video post is 20x more likely to be re-shared versus a text-based post. (LinkedIn) 
22. Video campaigns on LinkedIn have 50% view rates. (LinkedIn)
23. Videos on LinkedIn can get five times more engagement on your content, while live videos can get you 24x more engagement. (Influencer Marketing Hub)

6. TikTok

24. The number of marketers using TikTok as a video marketing tool doubled from 10% in 2019 to 20% in 2020. (Wyzowl)
25. TikTok stats indicate that videos on the platform receive more than 1 billion views every day. (Markinblog)
26. The average global user spends about 13 hours per month watching videos on TikTok. (Hootsuite)

Final Thoughts

These statistics showcase how impactful video is on social platforms and how consumers interact with social videos. Video is only going to continue in popularity on these sharing platforms and for growing businesses. We hope these facts inspire your brand to branch out and start using social video. 

If your brand needs help creating videos and incorporating them into your social strategy, contact our Nicolet Creative team today.